Getting Visible Results From Your SEO

by system

Mon, Jul 25th 2011 09:30 am

Search Engine
Optimization (SEO) is the process of structuring a web page so that it is
found, read, and indexed by search engines in the most effective manner
possible. In the past, we've shared tips on how to optimize your website and
its content to make it more attractive to search engines and discussed why SEO
is an important tool for any company with an online presence. However, many website
owners are still doubtful of the benefits of optimization, asking, "How do I
know that SEO even works?" As luck (and some hard work) would have it, we've
got some proof right here.

A Case in Point

Imagine you're in
a room with hundreds of other people, all wearing similar clothing and all
shouting a similar message. How could anyone possibly hear one voice over all
the others? This is where Dave's Christmas Store, located just outside of Buffalo, NY, found itself in 2008, when they teamed up with 360 PSG to
redesign their existing e-commerce website into the online destination Christmas store.

The resulting effort, www.christmascentral.com, offers everything needed to decorate the inside and
outside of your home 365 days a year. While Christmas Central carries decorations
for every holiday, including Halloween, Thanksgiving, Easter and St. Patrick's
Day, they wanted to target their online efforts towards Christmas related
products. In an effort to increase sales and conversions in a very competitive
market, Christmas Central launched an aggressive SEO campaign to increase brand
visibility and drive traffic to their new website.

Along with standard meta data
techniques, the SEO specialists at 360 PSG utilized other on-site techniques,
creating targeted landing pages for specific key terms such as "artificial
Christmas trees," "Christmas yard art," and "Christmas
lights." Each of these specific landing pages contains keyword rich and
relevant content (text, images, callouts, and internal links to other related
page) that have been optimized to be easily read by search engines.

The Results

Christmas
Central's SEO efforts were extremely effective, with Google ranking the website
in the top results for more than 1,000 keyword phrases, including #1
rankings for both "glass ball ornaments" and "Christmas
supplies." Christmas Central also achieved a top 15 ranking for the
popular search term, "artificial Christmas trees," which produced more
than 15 MILLION results.

Due
to the strength of their SEO campaign, Christmas Central has been able to
sustain similar rankings to those above for the past three years. Now one of
the largest retailers of Christmas supplies online, over 50% of their new
visitors come directly from landing pages developed by 360 PSG. How much
traffic is that? Analytics reporting shows that the number of visitors to the
site during the holiday season has nearly tripled over the past three years.

Staying On Top

While an aggressive SEO campaign can
provide dramatic results in a short period of time, maintaining the top
positions in a search engine in an ongoing process that requires regular
attention. Consistently updating your site by adding new information, pages or
products tells search engines that your site is constantly changing and to check
back frequently for new information. Additionally, If this information
references common keywords and topics directly related to your industry or
purpose for you site, you can gain relevancy for the search keywords you are
targeting by simply keeping your site up to date.

Updating
news articles, events, and portfolio pieces also gives your visitors incentive
to return to your site more often to see what's new. Constantly adding and
updating relative content will bring more new and return visitors and will give
you a better chance at earning higher rankings for relevant search engine
inquiries.

How to Get Started

By
performing an audit of your existing website, our optimization specialists can
recommend and implement changes that can dramatically improve your site's
chances of being found by search engines and ultimately search engine users. Gone
will be the days of feeling lost in the crowd.

Contact
an Account Manager today at 716.829.7373 to learn more about the optimization services
offered by 360 PSG or visit our new SEO site at www.fissionseo.com.